Guitar Center is a chain of music stores across the United States. With large amounts of success companies are obviously going to spend large amounts of money on advertising. In this particular advertisement Guitar Center decided to use a regular customer to discuss how the store had helped him and changed his life over the past several years of his life. Several things that make Guitar Center unique from other music stores is that they have large workshops to assist aspiring musicians and teach them things that can help them with their musical careers’. They also have events such as “Drum Offs” and other competitions that are similar to this. Both of these have assisted in Guitar Center’s success as a company. Guitar Center knew when they were creating the ad that the people who would be interested in their products would be musicians, obviously. The customer said he now has a band is working on an ep. Both of …show more content…
The primary appeal of this ad is ethos, because it is a musician who before shopping at Guitar Center knew nothing about music, but has come very far. This makes a reliable source for information. The secondary appeal of the ad is logos because there are reasons given such as the employees helping you so much that they “become your friends.” Ethos is used very effectively by the company because they use someone that musicians can relate to because they have been in the same exact situations as Mike L. (the gentleman featured in the commercial.) Logos, the secondary appeal of the advertisement is also used very effectively. Mike says that when he is not home or at work he is at the store which makes you think that it is fun. He also says that in only six years he has formed a band, began recording an ep, and acquired a large amount of gear/musical